Alphabet Inc. Google is planning on introducing an ad blocking feature on desktop and mobile Google Chrome web browser according to Google close source. The ad blocking tool, which can be switched on by default will filter out certain video ads that are deemed unpleasant by users as they survey the web. Google could launch the new feature in a few weeks after it has ironed out a few details.

Unacceptable ad types would be those recently defined by the Coalition for Better Ads, an industry group that released a list of ad standards in March. According to those standards, ad formats such as pop-ups, auto-playing video ads with sound and “prestitial” ads with countdown timers are deemed to be “beneath a threshold of consumer acceptability.”

One possible avenue that Google is considering on taking is opting to block all video advertising that appears on websites with offending video ads instead of individual questionable ads themselves. To put it simply, website owners might be required to ensure that all the video ads that run on their site meet the standards, or all the ads across their websites might be blocked on Chrome.

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of U.S. users now employing the software on their desktop devices, according to some estimates.

Google’s ad blocking feature may seem counterintuitive considering that the internet giant relies heavily on online advertising revenue but according to close sources, it is a defensive decision. By having its own ad blocking filter, Google hopes to negate the need for more ad blocking tools offered by third party companies some of which charge advertisers exorbitant fees so their can use their ad filters to boost efficiency of their video ads.

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